If you are a marketer for a small or medium sized business, chances are you’ve created at least one Facebook ad. Hopefully you’ve found strategic ways to leverage this powerful tool to drive traffic, conversions, and ultimately sales. However if you haven’t yet been able to dial in the perfect Facebook advertising strategy, these tips might help you get more out of your ads.
1. Your headline doesn’t tell people why they should click
Your headline is not for your brand name. Let me say that again: the headline of your Facebook ad is not for your brand name. If you are trying to reach new customers, they have no idea what your brand represents. Use the headline as the opportunity to tell them what benefit your product/service solves. Instead of “ABC Business Brokers,” try “Sell your business in 4 weeks.”
If you don’t give people a reason to read your headline, then they definitely won’t continue on to the rest of the ad.
2. Your image doesn’t convey anything important
The image in your ad is your chance to grab viewers’ eyeballs away from their news feed, their friend’s engagement, their friend’s birthday, etc. That means your image needs to be noticeable, even when shrunk to 100 x 72 pixels. We know how tempting it can be to use your logo, but unless you have already built a world-class brand, it won’t catch anyone’s eye, and you’ve lost your chance to speak to that customer.
3. Your copy is too long
Trying to say too much in an ad is a common mistake. Customers don’t want all the information you have at once. At first, their concerns are very basic: What’s in it for me? Why do I care? Then, after they click through and you know they are interested in whatever you are promoting, you can give them the information you have. But if you overwhelm them with information in the beginning, they won’t understand the focused reason they should be paying attention in the first place.
Above you can see the difference an effective ad can make. The ad on the left is an offender of reasons 1-3.
4. Your ad doesn’t make people want to click
Sometimes ads are beautiful, clear, and cover benefits to the target market…but they don’t get any clicks. What’s the problem? In these cases, the person looking at the ad thinks to his/her-self: “Wow that sounds great!”…and then they continue perusing Facebook.
The problem in that scenario is a lack of a call-to-action. You need to tell users not just why they need your product/service, but why they should click on your ad.
Here are some compelling reasons to click an ad:
- They need your product NOW
- You’re telling them something valuable that they don’t know
- You’re giving them a discount
There are many ways to entice users to click, but the key is to be able to fit it into the small amount of space you have, and to integrate the call-to-action well with the other ad elements.
5. You are only testing one version of your ad
You can go back and forth about the “perfect” headline, copy, image, targeting, etc. on each Facebook ad, but you don’t really know anything until you see the data on how well each ad is performing. Tweaking ads with different versions allows you to isolate single variables and test different versions to see how they compare. That way when you ramp up your advertising spend, you can be confident you are getting the most bang for your buck.
6. You aren’t using sophisticated targeting methods
One of the most amazing opportunities provided by Facebook advertising is the ability to target your audience in myriad ways. First of all, you have the basic parameters: sex, age, geographic location, etc. However things get ratcheted up a notch when you start to use the psychographic targeting options and you target people by niche interests or broad categories.
For example, you can target people with kids that are younger than 4 years old who also like Super Mario Brothers. If you sell to other businesses, you can advertise just to small business owners. Alternatively you could target that same group by targeting people who read Entrepreneur Magazine or Small Business Opportunities Magazine, etc. The screenshot on the right shows some of the targeting options that come up when I type in “small business.”
Paid ads on Facebook are a great way for brands to generate awareness, drive qualified traffic, build a targeted community, and incite action. Avoiding these mistakes will help you reap these important benefits, and boost the ROI of your ad budget. Need help setting up a new ad, or optimizing the performance of an existing one? Shoot us an email and we’ll be happy to help!